In this week, I focused on the structure of the brand. Using various methods such as PESTEL and SWOT, I analysed Comme’s existing marketing strategy and potential to grow. Below is the analysis in detail.
PESTEL
Political:
- Fluctuation in the US dollar/euro exchange rate
- The action of UK leaving EU could impact on purchasing costs by decisions at a national level on export/import subsidies, customs duties, textile quotas, embargoes, etc.
- Risks in global political climates
- National and international tax legislation
- Corporate tax, customs duties, income taxes and indirectly via VAT
Environmental:
- The sustainable policy of the brand
- Climate change
- Reducing natural resources
- Rethinking on the use of renewable resources
- Cotton from sustainable sources
- Animal rights groups/animal welfare policy
- Use of pure fabrics
- Environment awareness creates a new market approach
Socio-cultural:
- Ageing population
- Population-driven by individuality
- Aligning products to socio-cultural diversity
- Weak integration between social media and e-stores
- Rapid expansion into new markets
Technological:
- Online business models to note all levels of skillset used
- New ways of distributing fashion and maintaining customers relations
- Communication with customers using social media platforms and e-store
- Bringing in AI technology to create something new
Economical:
- Interest, currency and credit risk
- GDP Growth
- UK unemployment affecting Dover Street Market
- Median household disposable income
- Consumer spending growth
- Foreign currencies
Legal :
- Newer international alliances
- Strict foreign workers policy
- Japanese Fair Trade commission policies
- Changing trade deals with USA, UK, and EU
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